Although social media are widely adopted by nonprofit organizations, little is still known about how they use them for fundraising. Thus, the aim of this review was to collect, analyze and synthesize the corpus of published academic studies on this topic. Of 304 potentially relevant search results generated from six online literature databases, only 51 fully met the inclusion criteria. The study findings were open coded according to the categories that emerged from the extracted data: social media strategies used by nonprofit organizations for fundraising, benefits, generic outcomes, and disbenefits. However, most study findings were related to the generic term “social media”. Thus, it was difficult to draw conclusions about the effectiveness of any particular social media channel for fundraising by nonprofit organizations, revealing areas for future research.
Fundraising on social media: a review of strategies and benefits
Di Lauro S;
2019-01-01
Abstract
Although social media are widely adopted by nonprofit organizations, little is still known about how they use them for fundraising. Thus, the aim of this review was to collect, analyze and synthesize the corpus of published academic studies on this topic. Of 304 potentially relevant search results generated from six online literature databases, only 51 fully met the inclusion criteria. The study findings were open coded according to the categories that emerged from the extracted data: social media strategies used by nonprofit organizations for fundraising, benefits, generic outcomes, and disbenefits. However, most study findings were related to the generic term “social media”. Thus, it was difficult to draw conclusions about the effectiveness of any particular social media channel for fundraising by nonprofit organizations, revealing areas for future research.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.